iSnack 2.0 - Fiasco or clever marketing ploy?

Does 'iSnack 2.0' ring a warning bell for marketers, about the pitfalls of consumer engagement?

I think it does, so I wrote a piece exclusively for Crikey.

Pop over there for the full catastrophe.

http://www.crikey.com.au/2009/10/05/is-isnack-2-0-a-marketing-success/